1The agreement
By creating a Trace account you agree to these terms on behalf of yourself or the business you represent. If you do not agree, do not use the service.
2Your account
You are responsible for the sites you connect, the consent you collect on them, and the people you invite to your workspace.
3Plans and billing
Free is free, with no card required. Plus and Pro are billed every 4 weeks or yearly in advance, in pounds sterling. Yearly plans give you a year for the price of 10 payments. You can cancel at any time and keep access to the end of the paid period. If you subscribe from the Trace app in your Shopify admin, Shopify bills you for your Trace plan, in US dollars, under Shopify’s terms, every 30 days or yearly. You change or cancel that plan in the Trace app in your Shopify admin, and refunds for it are made through Shopify.
4Acceptable use
Do not use Trace to identify individuals, to collect data from visitors without the consent or notice the law requires, or to resell access. We may suspend accounts that do.
5Session recording
To find and fix problems, Trace records how you use the Trace app (app.usetrace.io), using PostHog, hosted in the EU. Recordings hide all text you see and type, leave out images, and do not include network requests. They are linked to your account id only, not your name or email, and kept for 30 days. You can switch recording off at any time under Settings, Account, Session recording. Visitors to your own website are never recorded.
6Data processing: scope
This section and the four after it are the data processing terms between you and Trace for the journey data Trace records on your sites. In that data you are the controller and Trace is your processor. The subject matter is recording visits to your sites, joining them into journeys and reporting them to you. The processing lasts for as long as you use Trace. Identifiable visitor data is kept for the history window of the site’s plan, or the shorter period you choose for it, as the Privacy Policy describes. The nature and purpose are to record and store visits, attribute conversions to channels, produce your reports, and run the features you switch on, such as Ask Trace and sending conversions to an ad platform. They also include producing anonymous benchmarks from the consented journeys of many customers’ sites, shown to customers as typical ranges for a sector. A sector benchmark is built from at least 10 sites, never identifies a site, a customer or a visitor, and is never sold or shared outside Trace. They also include working out figures about what Trace measures across customers’ sites, for Trace’s own marketing. For this Trace reads the journeys and conversions on your sites, and the advertising and Shopify order data connected to them, and keeps counts and totals for each site, including conversion value and ad spend, with no visitor, journey or click id. Trace staff can see these against your site, to check them. A figure Trace publishes is the median across at least 10 sites, with no site over 25% of the sample and Trace’s own site left out. It never names you or your site and is not about any visitor. Only the journeys of visitors who agreed to analytics are read for it, including journeys recorded before this was added to these terms. Trace does not try to identify anyone from these figures and does not sell them. You can ask us to leave your sites out by writing to privacy@usetrace.io. The data is a random identifier for a visitor’s browser, the pages viewed, the channel each visit arrived from, the ad click id where there is one, the visitor’s consent choices, and conversions with their value and order reference. The people it concerns are the visitors to your sites. Account data about you and your team is not covered here: Trace is the controller for it, as the Privacy Policy says.
7Data processing: instructions, confidentiality and security
Trace processes the data only on your documented instructions. These Terms, the settings you choose and the features you switch on, including sending conversions to an ad platform, are your instructions. If Trace thinks an instruction would break data protection law, it tells you. Everyone at Trace who can access the data is bound by a duty of confidentiality. Trace keeps technical and organisational measures that are appropriate to the risk to protect the data, and tells you what they are on request.
8Data processing: sub-processors
You give Trace general authorisation to use sub-processors. The current ones are listed on the GDPR page. Trace gives you 30 days’ notice of a change to the list, and you may object in that time on reasonable data protection grounds. If the objection cannot be resolved, you may cancel as the Plans and billing section allows. Trace has a written agreement with each sub-processor that gives it the same data protection obligations as these terms, and stays responsible to you for it. An ad platform you send conversions to is not Trace’s sub-processor: it receives the data on your instruction, under its own terms with you.
9Data processing: requests, breaches and assessments
Trace helps you answer requests from visitors to use their rights, through the DSAR API or by email. If a visitor makes such a request to Trace directly, Trace passes it to you. Trace helps you with data protection impact assessments and with consulting a regulator, taking into account the nature of the processing and the information Trace has. Trace tells you without undue delay after it becomes aware of a personal data breach affecting your data, with the information it has to help you meet your own duty to report it.
10Data processing: deletion, return and audits
When you stop using Trace, Trace deletes the data it holds for you or, if you ask before it is deleted, returns it to you, unless the law requires it to keep it. Account data is deleted 30 days after you close your account, and identifiable visitor data is deleted when it passes its retention period. Anonymised totals that identify no one, described in the Privacy Policy, may be kept. If Trace has fixed a figure for its marketing, it also keeps that figure, and the counts and totals for each site behind it, under a label that does not name the site, as evidence for the figure, for six years after Trace stops using it. Trace gives you the information needed to show that it meets these data processing terms, and allows audits by you or an auditor you appoint, on reasonable written notice, in working hours, without disrupting other customers, and at your cost.
11Sending conversions to ad platforms
Trace sends conversions to an ad platform only on your instruction. Switching on sending to Google Ads for a site in Trace is that instruction. Nothing is sent to any platform until you give it, and you can withdraw it at any time by switching sending off, when Trace stops at once. When Trace sends on your instruction it acts as your processor and you are the controller. The rules Trace applies are the method you instruct. Trace sends a conversion only if it followed a click on your ad, your own Google tag did not record it, no more than 90 days have passed since the click, and the visitor’s consent allows it: on a site that must have consent, a Marketing yes that still stands; on any site, no Marketing refusal and no Global Privacy Control signal. Trace sends only the Google click id, the time of the conversion, its value and currency, a conversion reference so that it is not counted twice, and the visitor’s consent status. Trace keeps a send record, with no visitor identifier, for 90 days.
12Your responsibilities for ad platform sending
You are the controller for the sharing with the ad platform and are responsible for it. The platform receives the data under its own terms with you, and you accept them: for Google Ads, Google’s own ads data terms. Any transfer of the data outside the UK or EU is yours, made under those terms. You are responsible for your privacy notice and your consent banner telling visitors that conversions are sent to the platform. When you switch sending on, you confirm in Trace that your privacy notice names the platform and, on a site that must have consent, that the Marketing category on your banner tells visitors that conversions are sent to advertising platforms. On a site set to the United States or Other, you confirm instead that your site shows a Do Not Sell or Share My Personal Information notice and link, and honours it. Trace records who confirmed and when. Trace honours Global Privacy Control whatever you confirm.
13Liability
Trace provides modelled attribution with stated confidence. We are not liable for budget decisions made on it. Our total liability is capped at the fees you paid in the previous 12 months.
14Changes
We will email you 30 days before any change to these terms that affects your rights or your bill.
Write to privacy@usetrace.io. We reply within one working day.